创意设计作为一项将生活艺术化的工具，不仅创造了物品的使用价值，也创造了商品的符号价值。后物质社会的消费者希冀获取文化价值和精神诉求，设计师不得不通过语言、情感、故事、影像、流行文化等符号元素来强化商品的内涵，让物品充满“隐喻特性”，以满足消费者对于诗意生活的畅想。随着日常生活审美化现象的渗透，在设计业的影响和推动下，社会开始彰显出“一切皆可为文本”、“一切均可为符号”的特征，信息的影响力得到了前所未有的延伸，社会被迅速拖入表象化的快车道，万事万物都呈现出了“媒介化”的景象。

从传播学视角透视创意设计产业可以发现，符号的编制和释译行为在产品扩散中扮演着重要角色，是确保设计之作能够获得大众影响力的关键。设计师将抽象的产品信息塑造成可观可感的物质形式，消费者根据自身的常识和经验对产品进行解读和重构，“编码”和“解码”的互动过程不仅实现了设计者和消费者之间的沟通，更显露了创意设计所特有的符号属性。

今天，伴随着数字科技的不断发展，互联网思维开始渗入设计产业之中，威客、众筹、电商等模式相继与设计产业擦出火花，不仅为设计人才提供了新的工作机会，为设计产业的发展提供了新的融资渠道、锻造了新的商业模式，同时也为设计产品的扩散构筑了新的营销体系，有力地刺激了大众消费市场。随着中国国际地位的崛起，中国设计正在日趋完善，它们不仅正在将“新中式”的生活方式带向全球，也在将典雅中和的价值观传递给世界用户。

关键词：关键词：创意设计；文化产业；传播要素；信息社会

Abstract

As an effective tool making our life with beauty and art,creative design does not only create the use value,but also bring about more symbolic value.Living in the post-materialism society consumers are in the pursuit of the value satisfaction,so the designers have to use the language,emotions,stories,images,pop culture and other symbolic elements to strengthen the cultural connotations of commodities,making the goods full of metaphorical characteristics to meet the consumers' demands for the poetic life.Aesthetic phenomenon of everyday life makes the design industry develope rapidly and the business communities begin to demonstrate the following features:“everything goes as the text”and“anything can be seen as the symbol”.The influence of the information has been strengthened as never before,which promote the point of the view of“created symbolic value”has become the basic mechanism and the basic logic of modern society.That time of The Society of the Spectacle and Society of the Signs have certainly arrived.

Making symbols and understanding symbols play important roles in the design process,which lays an important foundation for the diffusion of the design works.Designers use the sense elements to convey the product information,and the consumers try to understand the designers' meanings according to their own knowledge and experience.The process of the coding and decoding not only promote the communication between designers and consumers,but also demonstrate the symbolic characteristic of creative design works.

With the continuous development of digital technology,the Internet thinking began to seep into the design industry,and Witkey,Crowdfunding,E-commerce and other models have changed the industry,not only create new job op portunities for the design talents and provide new financing channels for the businessoperators,but also constructe a new system to stimulate the mass consumer market.With the rise of China's international status,Chinese design will become maturer,which means that“new Chinese”lifestyle as well as the value of elegant beauty willaffect the whole world in one day.

Key words: creative design; cultural industry; communication elements;information society